Many businesses struggle to identify true insights - most conduct intensive "insight development" activities only to end up with a collection of interesting and pertinent facts. 

Here is a checklist to help you identify whether your "insights" really are more than just facts!

The first application of your knowledge and insight to your strategic planning should be the development of your vision of your category's future, and what it means for your business - this sets the stage by defining your ambition, and what you need to focus on to achieve it

Integrated Consumer, Shopper and Customer Marketing will drive higher revenue, profitability and brand loyalty

4 Tasks

1. Communication of the brand promise to drive “Intention to Purchase / Use” – by focusing on creating awareness, understanding and belief in your brand’s proposition

2. Influencing the Point of Purchase to win the Decision to Purchase your brand – by emphasising the desirability (Value) of your brand over ot...

In which quadrant would the "highest risk" companies fall?

Many supplier companies express the wish to be a category leader with their customers - in other words they aspire to a position of real influence over their customer's approach, strategies and operational decisions within a defined category. Not many realise this is a journey built on trust and demonstrable results.

When completing a strategic plan for your category, a critical use of your "insights" is to determine the Commercial Drivers of your category - the "forces" that have shaped your category in the past, and those that will drive the category into the future.

This is our working definition of the term

Having worked on many Category reviews around the world, helping teams mine their data to find those elusive insights that are the key to unlocking growth, it has surprised me that, all too often, the work is undertaken without a shared understanding of what an "insight" actually is. Where building this shared understanding has been undertaken prior to the teams mining their mounds of data, it is invariably a "fuzzy" definitio...

Having helped clients all over the world develop a clear vision of their Category's development, we have put together this one pager to explain what it is, and why it is such an important input to Strategic Commercial Planning - do you agree with our view? How does your Category Vision stack up?

Your Employer Brand is a critical determinant of the talent you attract, and the talent you keep.  Failing to understand what your Employer Brand represents today is a strategic weakness (blindspot) that could undermine your company's ability to attract and retain the talent it needs to deliver its Mission, achieve its Vision and realise its commercial goals.

We help businesses grow through integrated commercial strategies, with aligned capabilities and talent,  that enable them to win at the critical points in the "market demand value chain". This is our framework for understanding those critical points, and how they integrate with each other. Happy to engage with anyone who wants to explore further...